SANTA CLARA — It looks like Levi’s Stadium will keep its name for another 10 years.
Levi Strauss & Co. and the San Francisco 49ers announced a proposed 10-year extension to the naming rights for Levi’s Stadium. The package deal with the Santa Clara Stadium Authority and team sponsorship with the San Francisco 49ers would be worth a combined $170 million. The new deal is subject to approval by the Stadium Authority Board, expected on Tuesday, January 30.
The San Francisco 49ers are hosting The Detroit Lions at Levi’s Stadium Sunday at 3:30 p.m. in the NFC Championship game. The winner will advance to The Super Bowl in Las Vegas.
This proposed extension will be among the largest in the National Football League and secures LS&Co. the naming rights for Levi’s® Stadium through the 2043 NFL season, reaffirming the parties’ commitment to the Bay Area as a world-renowned destination for sports and entertainment. LS&Co. will also be extending their sponsorship of the team, which includes digital content and merchandise collaborations, continuing this successful partnership.
Levi’s Stadium has earned its status and reputation as a world-class, multi-use, publicly owned venue since opening in 2014, with events that have brought millions of visitors through its doors while also breaking NFL and sports viewership records. In addition to San Francisco 49ers football games, Levi’s® Stadium has hosted many of the world’s most attended live events, including Super Bowl 50, the College Football Playoff, Wrestlemania, NHL Stadium Series and concerts featuring artists such as Taylor Swift, Beyoncé and The Rolling Stones.
“Since first announcing the naming rights to Levi’s Stadium in May of 2013, under the leadership of LS&Co. CEO, Chip Bergh, we have seen our partnership with the San Francisco 49ers deliver value to our Levi’s brand, furthering its place at the center of culture, helping us to connect with new generations of fans through the unifying power of sport and music, and building on our legacy of community engagement with like-minded partners,” said Michelle Gass, president and incoming CEO at LS&Co. “Our brands are our greatest asset, and we will continue to invest in drivers of our long-term, sustainable growth. Today’s announcement underscores our confidence in this strategy, as well as in the continued opportunity to make an impact alongside values-led partners like the San Francisco 49ers organization and the City of Santa Clara.”
As part of LS&Co.’s commitment to giving back, the company will continue to partner with the 49ers and nonprofit organizations on initiatives that benefit the Bay Area community and build on the shared commitment to sustainability, with projects such as the 49ers EDU program, focused on water conservation, and the “Field of Jeans” installation, which demonstrated the importance of extending the life of the clothes we wear. Additionally, the 49ers organization is committing $200,000 in annual contributions as part of this agreement to projects benefitting the Santa Clara community and residents.
“Levi Strauss & Co. has deep roots in the San Francisco Bay Area, and we know the value that this iconic name brings to a world-class stadium that attracts hundreds of thousands of people annually,” said Santa Clara Mayor Lisa Gillmor. “This extension would solidify our partnership with LS&Co., showing that we have a shared commitment to make a positive impact on our community.”
“We’re thrilled to be extending our stadium and team partnerships with the Levi’s® brand. This season we’re proud to celebrate the success of our first 10 years as partners, and we look forward to our next 20 years together,” said Al Guido, President of the San Francisco 49ers. “The 49ers and Levi’s® are both iconic brands that are synonymous with the Bay Area, driven by a desire to serve this community. Levi’s® Stadium has been featured on the world stage numerous times and will continue to be the premier venue in the Bay Area for the coming decades. The success of the stadium is proof of how special the Bay Area is and the power of major events to bring positive economic impact, excitement and opportunity to this community.”
At the heart of Silicon Valley, Levi’s Stadium represents the best and latest in major venue technologies that enhance the fan experience. Sustainability lay at the center of the design and construction of the stadium, which became the first NFL venue to earn a LEED Gold Certification that it still maintains today. Its state-of-the-art technology infrastructure gives visitors impeccable connectivity in every corner of the venue and enabled Levi’s® Stadium to be one of the first NFL venues to transition to entirely cashless concessions using modern point-of-sale systems. In an effort to continuously evolve as a premier venue, the stadium will undergo substantial additional renovations and re-investment in the coming years, beginning with an extensive suite remodel process following the current NFL season.
In 2026 Levi’s Stadium will be a host venue for the 2026 FIFA World Cup, in addition to Super Bowl 60, which will be the second installment hosted at the stadium since its opening. Both events are expected to generate hundreds of millions of dollars in economic impact for the region and City of Santa Clara, as well as leave a lasting positive legacy for Bay Area sports fans.
